Adapting a Career Education campaign for local audiences

Project Snapshot: Education and Workforce

Adapting a Career Education campaign for local audiences

When it came to the state’s Career Education (CE) programs, California had a problem: the people they wanted to recruit didn’t know what CE was or what it could do for their lives. So, the state decided to challenge its community college system. In order to change the perception of “career technical education (CTE)” schools across the state needed to re-think how they were communicating their programs and find ways to adapt a statewide campaign for local audiences.

所面临的挑战

In 2017, California’s Community College (CCC) system set out to boost the number of students completing Career Education programs. By increasing the number of people earning associate degrees, 凭证, 证书, 或者获得的技能, they could help fill the many current and future job openings for in-demand careers across the state.

全国范围内的战略

要做到这一点, they set out to challenge the stigma associated with Career Education as a lesser option compared to four-year, 甚至两年, 学位课程. Part of CCC’s recommendations included dropping the “technical” part of “career technical education.“另外, CCC created a state-level campaign template and photography library, as well as offered funding for local districts to market to their communities.

当地观众的期望

For local community colleges and districts, this created both an opportunity and a challenge. Because the statewide campaign was designed to reach a widespread and general audience, it lacked the customization needed to appeal to local students on region-specific programs.

This was the challenge Los Rios Community College District (LRCCD) partnered with 3fold to solve.

利澳彩票的方法

01.

识别并推送关键程序

For each of the four member college schools – American River College, Cosumnes河大学, 福尔松的湖大学, and Sacramento City College –the District first needed to identify key programs to push to maximize its marketing investment. These programs needed to check two boxes: they must be facing dwindling enrollment and be a supported and sustained career pathway upon graduation for the next 5-years.

02.

与国家的优先事项保持一致

To meet funding requirements and ladder up to the statewide outreach, LRCCD needed to use the Chancellor’s office’s approach as a foundation. This meant creating a secondary focus in all marketing by boost the visibility of and changing the conversation around Career Education programs in the state.

03.

启动运动

3fold developed the “Ready for More” campaign as a bridge between local and statewide goals.

第一个, we grouped key local programs into general industries for the campaign’s focus – Building Trades and Construction, Agriculture and Natural Resources, 健康, Information Communications Technologies, 公共安全及服务, 和运输计划.

Once identified, we recruited real students in these programs for custom photoshoots and interviews. This created a campaign that was authentic, ensuring local audiences were seeing actual students in recognizable locations.

We targeted young adults interested in reskilling or learning a new trade in the greater Sacramento region to build awareness of and drive enrollment using a mix of traditional and digital media publishers they trusted.

媒体组合包括:

About Los Rios Community College District

The Los Rios Community College District (LRCCD) is one of the nation’s most respected learning institutions and the second-largest community college district in California. LRCCD serves more than 75,000 students each year across five counties in the Sacramento region.

LRCCD由四个学院组成, 包括萨克拉门托城市学院, 福尔松的湖大学, Cosumnes河大学 and American River College, 还有六个教育中心, and specialized workforce and economic development programs for local businesses, 政府, 和组织.

3fold has been a proud partner with LRCCD since 2010.

让利澳彩票谈谈.

Talk to one of our strategists about your challenges and how we can help. 对利澳彩票. 没有压力.

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Project Snapshot: Education and Workforce